Addressing The Functional Foods Paradox

Addressing The Functional Foods Paradox
Functional foods are at a crossroads. The industry has already seen the first generation come and go—brought to market over the past decade where some have thrived, others are chugging along and many others have made speedy and expensive exits. Taking this into consideration, it can now be described with some accuracy the highs and lows of functional food product development and marketing and what currently works and what doesn’t. The new challenge for the industry is creating the business opportunity for the next generation of functional foods. This will require different concepts, technologies, imagination and flair.